Coca-Cola to promote its FM app in Brazil allowed readers of the Capricho magazine to simply roll up the magazine and transform it into a portable amplifier for their iPhones. All the readers had to do was insert the iPhone into the spot indicated and tune into the Coca-Cola FM application. š
Why this is clever
The idea turns print into a functional accessory. No electronics. No QR-code dependency. Just smart physical design that rewards curiosity and makes the app the natural next step.
- One simple action. Roll the magazine, insert the iPhone, hit play.
- Instant utility. Louder sound is a real, immediate benefit.
- Media becomes product. The magazine is not only a channel. It is the device.
What to learn from it
This is a strong reminder that āmobile activationā does not always need a screen-first mechanic. When you can create a physical trigger that is obvious and satisfying, you reduce friction and increase shareability. People demonstrate it to others because it is surprising, and because it works.
A few fast answers before you act
What is the Coca-Cola FM Magazine Amplifier?
It is a Capricho magazine execution in Brazil designed to be rolled into a tube that passively amplifies iPhone audio, used to promote the Coca-Cola FM app.
Why does a paper amplifier work at all?
The rolled shape acts like a simple acoustic horn, directing and concentrating the phoneās speaker output so it sounds louder.
What makes this effective as an app promotion?
The app is not advertised as a feature list. It is experienced. The physical utility creates a reason to open the app immediately.
What is the transferable pattern?
Turn media into a usable object, then connect that object to a single, obvious mobile behavior that completes the experience.
